#1NWebinar: From PSO to PSB – A New Model for Creating Differentiated Brand Experiences


Unlike B2B or B2C peers, professional services organizations have a host of hurdles to overcome to successfully present a clear and cohesive brand story in a unique fashion. All too often, marketers find themselves stuck between building the firm brand or building practitioners’ brands. This session, presented by Ryan Schulz and Kalev Peekna, will examine how the use of an umbrella brand and supporting practice area marketing can help drive an integrated and powerful experience.

Kalev and Ryan will use real examples to show how firms are using this approach to guide their content, thought leadership, events and digital strategies. The end result is a differentiated and memorable brand experience at every touchpoint.

Key takeaways include:

  • An introduction to a new professional services brand model
  • A discussion on how to implement the model in a practical and achievable fashion
  • A deep dive into how practice areas, practitioners and marketers can embrace the framework
  • Real-world examples of firms that have embraced this new model, and the resulting brand touchpoints


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Kalev Peekna Managing Director, Chief Strategist

Kalev Peekna is the Chief Strategist at One North, leading the Digital Strategy team. He brings a cross-platform, user-focused approach to innovations in brand development, design, data analysis and technology, and helps clients apply those innovations to their strategic aims.

  • If I were a vegetable: I would be broccoli. Because I have always wanted someone to call me “cruciferous.” 
  • Most unusual job: Cocktail bartender at a Cabaret
Ryan Schulz Managing Director, Experience Design

As Managing Director of Brand and Experience Design, Ryan Schulz is responsible for making sure clients’ true character is represented in everything his team does: messaging, brand, user experience, visual design and front-end experiences. With more than 15 years in brand consulting, he helps clients break through the sea of sameness that plagues the world of professional services. 

  •  Favorite color: Greenish
  •  Favorite breakfast food: Breakfast tacos

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